Q&A: BUYAPOWA
Don’t call me ‘affiliate’
There’s a world of difference between an affiliate program and an enterprise level referral marketing platform… Buyapowa CEO Gideon Lask explains.
C
asino International Online: Tell us a little about Buyapowa. What is the company’s core mission? What’s Buyapowa’s history, where did you come from?
Gideon Lask: Buyapowa is Europe’s leading referral
marketing platform and is turbo-charging Refer-a- Friend acquisition for leading brands and retailers including Fun88, Ocado, O2, L’Oréal and the Guardian.
Our mission is to enable and empower all the
customers of our clients to refer their friends, family and colleagues across all channels. We have been powering referral marketing for over 100 of the World’s leading brands and retailers for over four years. Buyapowa was founded by myself, having previously been CEO at
Letsbuyit.com, MD at HMV,com, and I built Universal Music’s retail business .
CIO: With – for example - Fun88’s use of
Buyapowa, what would you say are the advantages and disadvantages of locking an affiliate program to just existing players/members? GL: Why wouldn’t you want anyone to be able to push others to the site? Firstly, we would point out that Buyapowa is not an
affiliate program but an enterprise level referral marketing platform that allows leading brands and retailers to enable and empower their customers to refer friends and family directly from their web and mobile sites.
Each client is free to determine who can
participate in referrals. In the case of Fun88, they wanted this to be a true ‘customer get customer’ initiative. By only allowing existing clients to refer, not only do they get a greater degree of control and security over who participates but given that the rewards are designed to appeal to customers, it would make little sense for non-customers to refer.
CIO: The FUN88 program awards both user and friends 300 baht. Is this a genuine reward or are there qualifying criteria? Is this a variable set by the controlling operator? GL: Each of our clients is free to decide the qualifying conditions to earn a reward. In the case of Fun88 a customer only earns the reward when the friend they refer creates and funds an account. With our e-commerce clients the requirement is typically to make a purchase. In both cases, this is because the purpose of Buyapowa is to acquire valuable customers for our clients.
CIO: Do you think there is a cynicism about or
reluctance to accept offers at face value? GL: As mentioned, Fun88 like most of our clients is using our platform to acquire customers through
52 APRIL 2016
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